Why did this catch on across America? "America is still a very puritanical society," Hill said. "We're a bit prudish when it comes to sex. It's still kind of taboo to talk about orgasms and vaginas and penises and stuff like that -- much less to have fun with it. That's the reason one five-letter word on a traditional TV station on a late newscast somehow became a viral video."

Hill said his news director hasn't said a word to him about it, but that reporter Catherine Shreves (who had just concluded a report about an injection for women with alleged aphrodisiacal properties) knew that he would be commenting on the story. "One of our producers double-dared me to say it," Hill said, "and I don't need to be double-dared to do anything."